P&G Launches My Black is Beautiful Campaign
Procter & Gamble is launching a campaign to help improve the way African American women are portrayed in popular culture, the company said.
The program, called My Black is Beautiful, is the result of a P&G poll conducted with Essence Communications, which publishes Essence magazine, that found that 77% of black women are “concerned” about the way they are portrayed in popular media. Some 71% reported that they are portrayed “worse” than other racial groups. Sixty-nine percent said that teens are negatively influenced by those images.
“My Black is Beautiful is a celebration of the personal and collective beauty of African American women and encourages them to define and promote a beauty standard that is an authentic reflection of their spirit,” said Najoh Tita Reid, P&G multicultural marketing director, in a statement.
The campaign, which is still under development, includes a multi-city tour, advertising, retail promotions, event marketing, grassroots efforts and PR and the release of a discussion guide to encourage women engage in conversations within their local communities. A dedicated Web site, MyBlackIsBeautiful.com, includes the guide and information about the campaign, which can also be found at certain retail stores and in national magazines.
The brands participating in the campaign include Pantene Pro-V Relaxed & Natural, Cover Girl Queen Collection, Olay Definity, Crest, Secret, Tampax and Always.
As part of the campaign, P&G created a My Black is Beautiful community trust fund to issue grants to community-based organizations dedicated to the health, education and empowerment of African American young women. A grant of $50,000, underwritten by Tampax and Always, will be awarded to and shared by the W.E.B. Dubois Society, GirlSpirit-Women Song Inc. and Urban Academy in June.
